Consumer’s Perception towards Website Factors for Online Shopping and its Effect on Buying Behavior in Peshawar
DOI:
https://doi.org/10.54183/jssr.v3i2.183Keywords:
Online Shopping Behaviors, Website Design, Website Reliability, Website Customer Service, Website PrivacyAbstract
The use of e-commerce is growing so rapidly around the globe and provides e-marketers with many emerging opportunities. Ife-marketers get awareness about those elements and aspects which can affect consumers’ buying behavior and the relationships between these factors. Then they can further develop their marketing strategies to convert potential customers into active ones and hold current online customers. The increasing use of the Internet by Pakistani customers provides developing prospects for online retailers. This paper focuses on factors that online Peshawari buyers keep in mind while buying online. This study found that website design, website reliability/fulfillment, website customer service, and website security/privacy are the four dominant factors that influence consumer perceptions of online purchasing. Online buyers have positive evaluations of website design and website reliability/fulfillment but negative evaluations of website security/privacy issues, which implies that security/privacy issues are important to most online buyers. Finally, the recommendations presented in this research may help foster the growth of Pakistani online marketing in the future.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50,179–211. http://dx.doi.org/10.1016/0749-5978(91)90020-T
Baty, J.B. and Lee, R.M.(1995.Intershop: Enhancing the vendor/customer dialectic in electronic shopping. Journal of Management Information Systems. 11(4) 9-31. https://doi.org/10.1080/07421222.1995.11518058
Belanger, F., Hiller, J.S., & Smith, W.J. (2002). Trustworthiness in Electronic Commerce: the role of Privacy, security, and site attributes. Journal of Strategic Information Systems, 11, 245-270. https://doi.org/10.1016/S0963-8687(02)00018-5
Chen, L. (2009). Online consumer behavior: An empirical study based on a theory of planned behavior. Doctoral dissertation, University of Nebraska.
Cuneyt, K. Gautam, B. (2004). The impacts of quickness, price, payment risk, and delivery issues on online shopping. Journal of Socio-Economics, 33, 241-251. https://doi.org/10.1016/j.socec.2003.12.011
Gefen, D., & Straub, D. (200). The relative importance of perceived ease of use in IS adoption: a study of e-commerce adoption. Journal of the Association for Information Systems, 1(8), 1-28.
Elliot, S., & Fowell, S. (2000). Expectations versus reality: a snapshot of consumer experiences with Internet retailing. International Journal of Information Management, 20(5), 323-336. http://dx.doi.org/10.1016/S0268-4012(00)00026-8
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Massachusetts, Addison-Wesley.
Gurvinder S Shergill Zhaobin Chen. (2005). Web-based shopping: Consumer's attitude towards online shopping in New Zealand. Journal of Electronic Commerce Research. 6(2), 79.
Greenberg, P. A. (2002). E-Commerce. The Quiet Giant. E-Commerce Times. http://ecommercetimes.com
Hamid, N. R. A., & Kassim, N. (2004). International technology as a tool in customer relationship management. Journal of America Academy of Business
Huang, S., & Lin, F. (2007). The design and evaluation of an intelligent sales agent for online persuasion and negotiation. Electronic Commerce Research and Applications, 6(3), 285-296. http://dx.doi.org/10.1016/j.elerap.2006.06.001
Jarvenpaa, S.L. and Todd, P. A. (1997).Consumer Reactions to Electronic Shopping on the World Wide Web”, International Journal of Electronic Commerce,1 ( 2), 59-88.
Jahng, J., Jain, H., & Ramamurthy, K. (2001). The impact of electronic commerce environment on user behavior. E-service Journal, 1(1), 41-53. http://dx.doi.org/10.2979/ESJ.2001.1.1.41
Jun, M., Yang, Z., & Kim, D. (2004). Customers’ perceptions of online retailing service quality and their satisfaction. International Journal of Quality & Reliability Management, 21(8), 817-840. http://dx.doi.org/10.1108/02656710410551728
Khalifa, M., & Limayem, M. (2003). Drivers of internet shopping. Communications of the ACM, 46(12),233-239. http://dx.doi.org/10.1145/953460.953505
Korgaonkar, P., Silverblatt, R., and Girard T. 2006. “Online Retailing, Product Classifications, and Consumer Preferences,” Internet Research, 16(3), 267-288. https://doi.org/10.1108/10662240610673691
Katerattanakul, P. (2002). The framework of effective website design for business-to-consumer Internet commerce. Business library. http://findarticles.com/p/articles/mi_qa3661/is_200202/ai_n9069842/?tag=content;col1
Kotler, P., & Armstrong, G (1997). Principles of Marketing (9th ED.) Cliffs, NJ: Prentice Hall.
Li, N., & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. Information Systems Proceedings of Eighth Americas Conference.
Liang, T., and Lai, H. (2000). Electronic store design and consumer choice: an empirical study. Proceedings of the 33rd Hawaii International Conference on System Sciences.
Niu, H. J. (2013). Cyber peers influence adolescent consumers in decision-making styles and online purchasing. Journal of Applied Social Psychology, 43(6), 1228-1237.
Nazir, S., Tayyab, A., Sajid, A., Rashid, H., &Javed, I. (2012). How Online Shopping Is Affecting Consumers Buying Behavior in Pakistan? International Journal of Computer Science Issues, 9(3), 486-495.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-Qual: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
Ranganathan, C. and Ganapathy, S., (2002) Key dimensions of business-to-consumer websites. Information and Management, 39(6), 457-465. https://doi.org/10.1016/S0378-7206(01)00112-4.
Salisbury, W.D., Pearson, R.A., Pearson, A.W. and Miller, D.W. (2001). Perceived security and worldwide web purchase intention, Industrial Management & Data Systems, 101(4), 165-177.
Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality, 13(3), 233-246. http://dx.doi.org/10.1108/09604520310476490.
Smith, H.J., Milberg, S.J., and Burke, S.J. (1996). Information privacy: Measuring individuals’ concerns about organizational practices, MIS Quarterly, 20(2), 167–196.
Szymanski, D. M., and Hise, R. T. (2000). E-Satisfaction: An Initial Examination. Journal of Retailing, 76(3), 309-322.
Srinivasan, S.S., Anderson, R. and Ponnavolu, K. (2022). Customer Loyalty in E-commerce: an Exploration of its Antecedents and Consequences. Journal of Retailing, 78(1), 41-50. https://doi.org/10.1016/S0022-4359(01)00065-3.
Vijaysarathi, L., & Jones, J. M. (2000). Intentions to shop using internet catalogs: exploring the effects of product types, shopping orientations, and attitudes towards computers. Electronic Markets, 10(1), 29-38. http://dx.doi.org/10.1080/10196780050033953
Vellido, A.; Lisboa, P. J. G., and Meehan, K. (2015). Quantitative characterization and prediction of online purchasing behavior: A latent variable approach. International Journal of Electronic Commerce, 4(4), 83-104. https://doi.org/10.1080/10864415.2000.11518380
Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model - A critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41-62.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Copyright in the Journal of Social Sciences Review is retained by the author(s). Authors also grant any third party the right to use the article freely as long as its integrity is maintained and its original authors, citation details and publisher are identified.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
SSR's Editorial Board shares the vision of providing free access to information, education, and science for everyone, thus promoting its content through an OPEN ACCESS POLICY, fulfilling the DOAJ definition of open access. The JSSR adheres to an Open Access and Copyright Licensing Policy based on the belief that making research freely accessible to the public promotes greater global knowledge sharing.
The JSSR uses the Creative Commons Attribution-NonCommercial 4.0 International License. The authors who apply and publish in JSSR consent to abide by the copyright policy set out in the Creative Commons 4.0 license (Attribution-NonCommercial 4.0 International license).
- Copyright in the Journal of Social Sciences Review is retained by the author(s).
- Authors also grant any third party the right to use the article freely as long as its integrity is maintained and its original authors, citation details and publisher are identified.
While "By 'open access' to this literature, we mean its free availability on the public internet, permitting any users to read, download, copy, distribute, print, search, or link to the full texts of these articles, crawl them for indexing, pass them as data to software, or use them for any other lawful purpose, without financial, legal, or technical barriers other than those inseparable from gaining access to the internet itself."
